Newspapers
- Tabloids use short articles, big headlines, lots of images, informal language and celebrity or human-interest stories. Broadsheets (quality papers) use longer articles, formal language and more political and international news.
- Newspapers are increasingly read online, supported by advertising, subscriptions and paywalls.
- Front pages use the splash, headline, images, and puffs to attract readers.
Magazines
- Magazines target specific audiences (often niche), with a house style: consistent fonts, colours and tone.
- Cover conventions: masthead, main image (often with direct eye contact), cover lines, puff, strapline and price.
Advertising and marketing
- Adverts persuade audiences to buy products or support causes. Techniques include celebrity endorsement, slogans, emotional appeal, humour, and before-and-after images.
- Marketing campaigns use posters, trailers, social media and influencers.
- Charity and public information adverts often use shock or emotion to change behaviour.
Key terms
- Tabloid
- A newspaper with short articles, big headlines and informal language.
- Broadsheet
- A newspaper with longer articles and more serious news.
- House style
- The consistent look and tone of a publication.
- Cover line
- Text on a magazine cover about stories inside.
- Slogan
- A short, memorable phrase used in advertising.
- Celebrity endorsement
- Using a famous person to promote a product.
- Paywall
- A system that charges readers to access online content.
Practise Newspapers, magazines and advertising: 10 questions